FOR businessman Datuk Seri Garry Chua, surviving Malaysia’s volatile food and beverage (F&B) sector comes down to these elements – business model sustainability, innovation and direct involvement on the ground.
“F&B is a very challenging business. A good menu, good service and good ambience are important.
“We introduce new recipes, monthly specials and promotional items to create interest alongside our fixed-menu items.
“In my experience, the boss must also be hands-on in monitoring the food, service and everything that goes into the restaurant.
“Ingredients that aren’t fresh or poor service can badly affect the business,” he said, adding that he monitors sales reports, gets feedback and hosts meetings at his restaurant.
Chua, who is Rotol Group executive chairman and founder, was speaking after receiving Malaysia Book of Records (MBOR) recognition for the “Longest-Running Thai Restaurant in a Shopping Mall” for Imperial Chakri Palace in Suria KLCC, Kuala Lumpur.
The award was presented by MBOR senior record consultant Edwin Yeoh.
Rotol Food-Chain (M) Sdn Bhd, which is part of Rotol Group, owns and operates the Chakri and Zuka F&B brands in Malaysia.
Imperial Chakri Palace began operations in April 1999, making it one of the few surviving eateries that has remained in business since Suria KLCC welcomed its first visitors.
Chua said the restaurant, specialising in royal Thai cuisine, was helmed by a kitchen team that included chefs with direct experience cooking for the Thai royal palace.
The brand also collaborates with Thai celebrity chef McDang, a descendant of Thailand’s royal family, to develop the restaurant’s menu and recipes.
Chua said the restaurant reopened after undergoing renovation that included three private dining rooms.
“The entire restaurant can accommodate about 180 diners.”
He said the restaurant’s diners over the years had included prominent personalities such as politicians, royalty and celebrities as well as corporate figures.
Chua attributed its success to consistency and dishes prepared with high-quality ingredients, low-cholesterol oil and without additives.
He also credited the attentive staff and great ambience.
Besides Imperial Chakri Palace, the eateries under the Chakri brand are Chakri Skyhill in Sri Hartamas and Chakri Village Thai Fusion in Alamanda Putrajaya Shopping Centre.
“We will be opening a Chakri restaurant in Tun Mustapha Tower (formerly known as Menara Yayasan Sabah) in Kota Kinabalu, Sabah, in the first quarter of 2027, as well as several other key locations in the Klang Valley within the next six months,” said Chua.
“They include KL Tower (with a petting farm-and-rainforest concept), the tallest cafe called Spire 118 at the Merdeka 118 viewing deck, Kuala Lumpur Golf and Country Club in Bukit Kiara, Melawati Mall in Taman Melawati, Kuala Lumpur, and Elmina City in Shah Alam.
“The restaurant in Sri Hartamas will be changed to Zuka Chakri Skyhill, featuring Japanese-and-Thai fusion food.”
He said the company’s approach was to build a restaurant’s concept based on its location and demographics.
Chua, who is also an adjunct professor appointed by Inti International University and Colleges, was joined by two of his sons during the interview.
Kington Chua is Rotol Food-Chain business development head, while Royston Chua is the marketing adviser.
“The marketing strategy for Imperial Chakri Palace is practically on autopilot because people love the food and its quality is consistent,” said Royston.
He added that the restaurant promoted new dishes to attract new customers, or specials to attract a different demographic.
Kington said Rotol Food-Chain has major plans ahead, including having a food production arm and halal certification for its Chakri restaurants.
“The food production business will include ready-to-cook meals, sauces and condiments used in Thai cuisine,” he said.
